• March 12, 2012

Toyota is launching a major campaign for the new Prius c, which the automaker is serving up to Gen-Y consumers who are -- well, settling down is not really the right word these days. In any case, the company is hoping to appeal to those moving up, getting the house, the family, the expenses.

The company, and its AOR Saatchi & Saatchi LA are talking about where the car fits in all of this with a push that has a "Game Of LIFE" theme mirroring the famous Milton Bradley game.

Two spots launched on Monday showing these so-called "transitional millennials" competing in real-life scenarios that might be thought of as a modern version of the game: the dog is depressed and needs acupuncture, you have failed in your effort to make homemade sushi; and have overcommitted to building Swedish furniture.

The campaign includes tutorial videos on topics like financial planning and buying from a dealership, each hosted by Gen Y celebs like including Winnie Cooper from "The Wonder Years" (Danica McKellar) and Bill Nye the Science Guy. The videos will be housed on a new kind of YouTube landing page -- the first ever for the media channel -- and will include a Google Maps mash-up that compiles driving history to help with decisions to lease or buy.